Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th
1. 1
Scaling Employee Advocacy
with Social Media
Jeremiah Owyang, Industry Analyst - Altimeter - @jowyang
Scott Gulbransen, Director of Social Business - H&R Block - @sdgully
Zena Weist, VP Strategy - Expion - @zenaweist
May 8th, 2013 #expion13
37. Expion Social Advocator
• Browser Plugin (Mobile Coming Soon)
• Always on when web browsing
• User can discover new content daily
• Provide Personalized Content by
Department
40. Jeremiah Owyang
jeremiah@altimetergroup.com
web-strategist.com/blog
Twitter: @jowyang
THANK YOU
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to
be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the
information. The authors and contributors of the information and data shall have no liability for errors or omissions contained
herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise
does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used
for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.
Scott Gulbransen
scott@hrblock.com
scottgulbransen.com
Twitter: @sdgully
Zena Weist
zweist@expion.com
Expion.com
Twitter: @zenaweist
info@expion.com
#expion13
slideshare.net/expion
Expion Platform Video: expion.com/news
Hinweis der Redaktion
Oscar Mayer fans
Farmer’s has developed an “AgentPage” – an internal resource for agents who wish to use social media – and even disseminates suggested content to agents.One example of James using Facebook and sold 200 policites and Farmers insurnace empowers all their agents
Left: James Clark claims to be an employee of SafewayRight: It’s not clear whether this tweet was intentionally posted from the official account or not
June 14, 2011<tags>#tech#b2b#community#support#andyhttp://e2e.ti.com/Launched in 2008. TI created a huge support community for engineers. It’s not only focused on TI products, but it serves to support any engineering design issue. Members have access to TI engineers to answer questions, and it is a medium to get people involved with the brand in B2B interaction. Since establishing this community, they have seen an increase in product trials (hard numbers unknown) this is what the quote from DevashishXaxena is referring toQuote from Gaspedal presentation: http://vimeo.com/10897072
Keith Boone is an employee and very proactive. Appears Organic
Organic
NBB is a craft brewery, so their competition is often at a hyper-local level. So they are competing with really local beers. They created this unique program to develop the ranger program, who represents NBB in their localities. NBB makes sure they have the relevant product at the local level.
Transition: Here’s another example of dialog by employees…A dialog best practice, put people into the conversation to humanizeyour brand:Users can create a profile in the DIY Community, message others when they are online, respond to forum topics, watch videos and read the HD blog.More than 2,000 forum topics posted. Discussion topics include: DIY and Repair, Paint, Tools & Hardware, Garden & Yard, Flooring and more.6,000 posts and hundreds of videos viewed in more than 30 countriesThere are roughly 30 “social media store associates” on the Home Depot team – hand-picked by Brad Shaw, VP-corporate communicationsSarah, Community Manager, posts: “We know there are a lot of really experienced DIYers out there, and we want to hear great ideas and tips from you too! Also, our designated associates will often take some time to research the most thorough answer possible so you’ll get all the info you need to get your project done right. Regardless, you can generally expect our designated associates to chime in when appropriate within a 24-hour period of an initial post, if not sooner.”ov. 9, 2011#b2c #retail#community#video #blog#dialog#jaimyhttp://community.homedepot.com/t5/Maintain-Clean-Organize/WINTERIZATION/td-p/2853http://adage.com/article/special-report-social-media-guide/home-depot-s-social-media-strategy-pays/229865/
Transition: Here’s another example of dialog by employees…A dialog best practice, put people into the conversation to humanizeyour brand:Users can create a profile in the DIY Community, message others when they are online, respond to forum topics, watch videos and read the HD blog.More than 2,000 forum topics posted. Discussion topics include: DIY and Repair, Paint, Tools & Hardware, Garden & Yard, Flooring and more.6,000 posts and hundreds of videos viewed in more than 30 countriesThere are roughly 30 “social media store associates” on the Home Depot team – hand-picked by Brad Shaw, VP-corporate communicationsSarah, Community Manager, posts: “We know there are a lot of really experienced DIYers out there, and we want to hear great ideas and tips from you too! Also, our designated associates will often take some time to research the most thorough answer possible so you’ll get all the info you need to get your project done right. Regardless, you can generally expect our designated associates to chime in when appropriate within a 24-hour period of an initial post, if not sooner.”ov. 9, 2011#b2c #retail#community#video #blog#dialog#jaimyhttp://community.homedepot.com/t5/Maintain-Clean-Organize/WINTERIZATION/td-p/2853http://adage.com/article/special-report-social-media-guide/home-depot-s-social-media-strategy-pays/229865/
Expion Social Advocator distributes brand created content to employees via a browser plugin. Users have access to shareable, brand content directly from their browser window. Employees can customize the content with a personal message and then share it instantly to their Facebook, Twitter and Linkedin accounts.